Conversion rate optimization (CRO) is exactly what it sounds like: the process of optimizing a web site in order to improve the rate at which visitors can be converted into customers. Although conversions are important for any company, they are especially valuable for small business web sites that rely on an e-commerce model or a business-to-consumer (B2C) arrangement. When trying to optimize for B2C web site conversions, enhancing the customer experience and removing burdens to finding and purchasing products is a key. Here are some quick conversion tips that keep this principle in mind and can improve e-commerce web site conversion.
Top CRO Tips for Small B2C e-Commerce Web Sites
1. Have User-Friendly Categories and Filters
The first step in any purchase is when customers actually finds something they want to buy. It is in your best interest to make this step proceed as smoothly as possible, which is why effective filtering and category features on your web site are so important. Your products likely come in different sizes, makes, models, materials, colors, price ranges, and other traits, and visitors probably have an idea of what they are looking for when they start browsing. Easy-to-use category and filtering options make narrowing down the search a smooth and effortless process that gets visitors on the road to conversion.
2. Show Active Products Only
It can be frustrating for visitors to see something they want but can’t have. With e-commerce web sites, this usually happens because the product is either sold out or a product that’s not actually sold is inadvertently displayed. While it is important that customers are able to see that you do offer a product even if it isn’t immediately available, a simple “out of stock” notice isn’t the best CRO approach. Instead, try giving an estimate of when you will next have the item in stock so that you have a chance to still convert customers who are willing to wait. The issue of products not actually sold is a matter of making sure the images on your site are real representations of your goods. It can be easy to grab a banner image that looks nice, but you may inadvertently end up creating false expectations.
3. Avoid Forced Logins
Once a customer has selected their products and is about to check out, the last thing they want is a new hurdle thrown up. This is exactly what the sudden appearance of a login screen does when it is required to do business on your site. There are very few reasons why logging in to your web site should be needed in order to check out and make a purchase, so don’t add the requirement in the first place. For some small business web sites, this need for a login is bound up in the content management system (CMS) the web site uses and can be hard to bypass. If this is the case, you may want to consider changing to a new CMS.
4. Calls to Action—Not Too Many, But More than None
Ideally, every page of your web site will contain a call to action (CTA) of some sort in order to better guide customers toward your catalogue, special deals, sign-up discounts, free trials, or other features that you offer. The flip side to this is that your B2C web site conversion will suffer if too many CTAs are present at once since they reduce streamlining and can add distraction or confusion. Consider the purpose of the page and which stage of the salea visitor is most likely to be on, and then choose your CTA accordingly.
5. Keep Check-Out Steps to a Minimum
Your check-out steps should ideally consist of confirming the order, getting payment information, getting delivery information if applicable, and finalizing the purchase. Don’t throw promotions at the user, don’t make them register on your site, and don’t try to get more information than you genuinely need. The checkout is when a visitor is actively trying to give you money. Why throw hurdles in the way that could make them change their mind?
6. Use Teasers Intelligently
Teasers like “last in stock,” “hot deal,” “top-selling,” or “be the first buyer” can help draw a visitor’s interest and generate conversions on your web site but only if used appropriately. Filling your page with teasers not only makes things look cluttered, it comes off as a cheap ploy and diminishes the effect. Much like calls to action, you should keep teasers focused and only use the most appropriate ones.
7. Keep Registration Simple and Short
It is understood that signing up for a web site involves giving a certain amount of information, but this isn’t a license to start grilling visitors on all the details you want. You can ask for a name and e-mail without raising any eyebrows, but do you really need to know their phone number or address for a registration? You can get this information later on or save it for when a purchase is made. The shorter the registration, the more visitors are likely to follow through with it.
Improve B2C Web Site Conversions with Numero Uno
Numero Uno Web Solutions is a premiere provider of search engine and web site conversion optimization services for businesses of all shapes, sizes, and industries. Our strategies take into account both the latest developments in SEO and web marketing research along with tried-and-true approaches. Our precise, studied methods have benefited Toronto businesses along with industries across Richmond Hill, Vaughan, and more. Our success has even allowed us to extend our reach and offer SEO services to Texas, Massachusetts, and Florida. For any business looking to improve its web site conversion rates, we are just a call away at 1-855-SEO-XPRT.